By Hilja Shikongo

In a few short years, TikTok has gone from being just another dance app to a creative hub for the youth. Whether it is comedy, fashion, food, or music, the platform has become a space where young Namibians are not only entertaining each other but also building influence and expressing culture in new ways.
Although TikTok does not yet monetise content in Namibia, many local influencers have found ways to benefit from the platform’s growing popularity. This includes posting "advertise with me" flyers that highlight their view counts and follower reach, especially after their content goes viral. 
These creators use their platforms to promote local products and services, often on a commission or rate basis agreed directly with businesses.
 

According to a study by Start.io, TikTok’s Namibian user base is still small compared to countries like Nigeria or South Africa, but growing fast. The data shows that 61.2 percent of Namibian users are aged 18-24, while 37.6 percent are between 25 and 34 years old, indicating that the app is especially influential among the youth.
From a communications and branding perspective, media personality and founder of Poiyah Media, Ilke Platt, says TikTok has enormous potential but it must be used with purpose.
 

“It is important to understand the impact TikTok has globally. In April 2020, TikTok surpassed two billion mobile downloads worldwide. Cloudflare ranked TikTok the most popular website of 2021, surpassing Google,” says Platt.
“Understanding this allows users to appreciate the global takeover and the market that is transitioning. For any personal brand, it is critical to understand your audience. Who is where and what do you want consumers to experience about your brand?”
Globally, TikTok boasts nearly 1.92 billion monthly active users, with a significant portion under the age of 30 the very demographic Namibian creatives belong to. However, Platt warns that while TikTok can drive visibility, it should not be the only tool in a branding toolbox.
 

“Not every platform is meant for everyone, especially depending on what you offer as an experience of your brand. You have to ask, are you using TikTok for monetary gain? For brand awareness? Or just because everyone else is? Like any social platform, TikTok has a shelf life. Entrepreneurs and creatives must consider how they will remain relevant decades from now, with new platforms constantly emerging,” she adds.
 

Still, TikTok’s influence on youth culture is undeniable. For many young Namibians, the platform is not just a stage, but a springboard for side hustles, for self-expression and for launching dreams. While direct monetisation through TikTok remains unavailable in the country, the drive to innovate and self-market is thriving.
 

From "advertise with me" posters to comedic content fused with product placements, Namibians are proving that where there is data and creativity, there is always a way to earn.
 

Platt added: “Entrepreneurs and creatives should have a brand strategy beyond one specific social media platform. Understand where you are going, and what you want your brand to mean.”